Chipotlehttp://www.adweek.com/taxonomy/term/4483/all
enChipotle's Twitter Got Hacked This Weekend and Pushed Out Some Very Unsavory Stuffhttp://www.adweek.com/adfreak/chipotles-twitter-got-hacked-weekend-and-pushed-out-some-very-unsavory-stuff-162850
Alfred Maskeroni<img src="http://www.adweek.com/files/imagecache/node-detail/blogs/chipotle-hacked-final-hed-2015.jpg"> <p>
There&#39;s certainly been a social media <a href="http://www.adweek.com/adfreak/crayolas-facebook-page-got-hacked-and-oh-my-look-color-posts-162300" target="_blank">hacking spree of late.</a> And over the weekend, Chipotle&#39;s Twitter feed fell victim to an attack by some despicable and unoriginal ne&#39;er-do-wells.</p>
<p>
It was only a few years ago that Chipotle <a href="http://www.adweek.com/adfreak/chipotle-admits-hacking-its-own-twitter-account-anniversary-stunt-151416" target="_blank">staged a fake Twitter takeover</a> that made its account <em>look</em> hacked, but this time it was real. And while it lasted only a few hours, it was pretty terrible. Late Saturday night into Sunday morning, the account was hijacked and slapped with a swastika avatar&mdash;and tweeted out some awful stuff.<br />
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<img src="/files/imagecache/node-detail/chipotle-hacked-01b-2015.png" style="height: 239px; width: 550px;" /></p>
<p>
<img src="/files/imagecache/node-blog/chipotle-hacked-02-2015.png" style="height: 248px; width: 550px;" /><br />
<br />
It was also the second <a href="http://www.adweek.com/news/advertising-branding/coca-cola-suspends-makeithappy-social-campaign-162775" target="_blank">Nazi-related brand attack</a> in the past week, and not the first <a href="http://www.adweek.com/news/technology/new-england-patriots-accidentally-tweet-out-racial-slur-161424" target="_blank">racially charged sentiment</a> in recent memory. Once the brand regained control of the account, it issued the following apology:</p>
<blockquote class="twitter-tweet" lang="en">
<p>
We apologize for the very offensive messages sent out from our account earlier tonight. We were unfortunately hijacked temporarily. -Joe</p>
&mdash; Chipotle (@ChipotleTweets) <a href="https://twitter.com/ChipotleTweets/status/564354926986276864">February 8, 2015</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><p>
Chris Arnold, Chipotle&#39;s communications director, told <a href="http://www.usatoday.com/story/money/2015/02/08/chipotle-twitter-account-hacked/23075815/" target="_blank">USA Today:</a> &quot;Our Twitter account was hijacked overnight for about two hours during which a series of offensive tweets was posted to the account. ... We apologize for the nature of the posts that were made during that time, and we are now conducting an investigation to try to determine what happened and who might have been involved.&quot;</p>
<p>
Even if they figure out who did it, they wouldn&#39;t deserve a mention by name.&nbsp;</p>
Advertising & BrandingChipotleMon, 09 Feb 2015 12:06:32 +0000Alfred MaskeroniChipotle Is Asking Fans to Write Haikus, and Some of Them Are Truly Impressivehttp://www.adweek.com/adfreak/chipotle-asking-fans-write-haikus-and-some-them-are-truly-impressive-162803
Lauren Johnson<img src="http://www.adweek.com/files/imagecache/node-detail/uploads/chipotleburritohed2015.png"> <p>
Chipotle has come up with a pretty clever way to get people to express their deep love for burritos. Today, Chipotle is running a social media campaign asking people to post a haiku on Twitter or the brand&#39;s Facebook page for the chance to win prizes. The top 20 poems with the most Likes and retweets will win a dinner for two.</p>
<p>
Usually, this sort of consumer-generated contest fare is pretty bad. But some of Chipotle&#39;s fans are putting some impressive levels of creativity into it.&nbsp;</p>
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<p>
On Facebook, someone submitted, &quot;I used to date you/ But now you just serve me food/ One taco, no love.&quot; Another user says, &quot;Electric salsa/ Glides across beans, rice and meat/ dancing palate joy.&quot;</p>
<p>
Here are some of our favorite Twitter poems so far:</p>
<blockquote class="twitter-tweet" lang="en">
<p>
<a href="https://twitter.com/ChipotleTweets">@ChipotleTweets</a> And you shall find Him, Wrapped in Swaddling Foil, Burrito Jesus. <a href="http://t.co/5mevITCQQS">pic.twitter.com/5mevITCQQS</a></p>
&mdash; JakesTea (@JakeWethington) <a href="https://twitter.com/JakeWethington/status/563355070293893121">February 5, 2015</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
<a href="https://twitter.com/ChipotleTweets">@ChipotleTweets</a> There is a secret - love I have, for the heavy - handed employee</p>
&mdash; Bob Plow (@bobplow) <a href="https://twitter.com/bobplow/status/563355614013714432">February 5, 2015</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
.<a href="https://twitter.com/ChipotleTweets">@ChipotleTweets</a> An original Haiku, by Nick Brewer. Alone without you You make my pants feel funny Please dance with my tongue.</p>
&mdash; Nick Brewer (@ngbrew62) <a href="https://twitter.com/ngbrew62/status/563353828636905472">February 5, 2015</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
<a href="https://twitter.com/ChipotleTweets">@ChipotleTweets</a> I hate you haiku, you&#39;re too hard to do. Burrito.</p>
&mdash; Kathy (@Rollergirl116) <a href="https://twitter.com/Rollergirl116/status/563438323935739905">February 5, 2015</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
<a href="https://twitter.com/ChipotleTweets">@ChipotleTweets</a> <a href="https://twitter.com/hashtag/haiku?src=hash">#haiku</a>. Foil wrapped burrito Is it wrong to love you so? I don&#39;t need a man. Please retweet!</p>
&mdash; Catherine Weller (@cweller7) <a href="https://twitter.com/cweller7/status/563419261352165376">February 5, 2015</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
My wife said to write A haiku for this contest What am I, a moose? <a href="https://twitter.com/ChipotleTweets">@ChipotleTweets</a></p>
&mdash; David Learn (@marauder34) <a href="https://twitter.com/marauder34/status/563416342561558529">February 5, 2015</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
Dear people in line, Anticipate the questions. I ain&#39;t got all day. <a href="https://twitter.com/ChipotleTweets">@ChipotleTweets</a> <a href="https://twitter.com/hashtag/ChipotleHaiku?src=hash">#ChipotleHaiku</a></p>
&mdash; Gregory Joseph (@MrMcGregger) <a href="https://twitter.com/MrMcGregger/status/563412718150238208">February 5, 2015</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script>TechnologyChipotleHaikuSocialTwitterThu, 05 Feb 2015 22:18:28 +0000162803 at http://www.adweek.comQ&A: CAA Marketing’s Fred Levron Trades Paris for the Idea Factory That Is L.A.http://www.adweek.com/news/advertising-branding/qa-caa-marketing-s-fred-levron-trades-paris-idea-factory-la-162661
James Cooper<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/fred-levron-01-2015.png"> <p>
<img alt="" src="/files/uploads/SPACER-652.gif" style="width: 10px; height: 1px; " /><br />
<u><strong>Specs</strong></u><br />
<strong>Who&nbsp;</strong>Fred Levron<br />
<strong>New gig</strong> creative director, CAA Marketing<br />
<strong>Old gig</strong> executive director and creative director, Ogilvy &amp; Mather, Paris.<br />
<strong>Age </strong>36<br />
<br />
<strong>You went from having a long title at Ogilvy to a very short one at CAA. </strong><br />
I come from the ad industry where we love titles and I had a long title, what we call a limousine title because it was so long. But what is interesting about the way CAA works is we really don&#39;t play around with titles. We have a group of senior people working together for a brand. That said, we have really strong creatives and strategists and accounts, but it is less about titles and more about the real value that you bring to the table.<br />
<br />
<strong>What are your priorities for your first 100 days at CAA Marketing? </strong><br />
We&#39;re living in an interesting moment because we are now on the radar of two different industries: advertising, where we have respect for working on things like Chipotle, and we are also well respected in the entertainment world.</p>
<p>
The challenge now is to own that sweet spot between creative and entertainment and to accelerate the opportunity to do more global creative work and to bring more global brands into our mission of building iconic brands through entertainment. <a href="http://www.adweek.com/news/advertising-branding/caa-marketing-discusses-chipotles-new-fiona-apple-animation-152512" target="_blank">We did it fantastically for Chipotle</a> and with great initiatives with eBay and Microsoft, but we need to reach for even bigger things now. We&#39;ve never been as busy working on the vision of CAA Marketing, which is meeting with the CMOs&mdash;and the CEOs&mdash;of the world.<br />
<br />
<strong>What&#39;s inspiring you now, and what do you find discouraging? </strong><br />
When I first started, I straight away spent 12 hours a day working on briefs. But the team around me told me to slow down a bit and take half of your day and just meet people. So that has been inspiring to me. I also like to find my inspiration from making impossible stuff possible, and if I&#39;m not scared about an idea, it might not be worth doing.</p>
<p>
The great thing is that here we approach work with the idea that if we can&#39;t do it here, we&#39;ll find a way to make it happen somewhere&mdash;or some way&mdash;else. As for being discouraged, there&#39;s no room for that. What defines a great advertiser or branded entertainment activist is the capacity of never getting down. This takes a lot of energy and tenacity. We work on 10 things with only one working out, but that one will be a game changer.<br />
<br />
<strong>How has the move to Los Angeles been? </strong><br />
The problem with France is that as soon as the sun is out, we don&#39;t want to do anything. So I have to fight the urge to be on vacation here all the time [laughs]. But the creative energy here has been fantastic.<br />
<br />
<strong>Was there something that surprised you about L.A.? </strong><br />
What has been amazing for me is that pretty much everyone here, in one way or another, can help you accelerate an idea. I don&#39;t have regular hours to think about ideas from 9 to 6. It&#39;s a process that&#39;s ongoing, and it&#39;s so great to get feedback when you are out with people who are producers, directors, photographers, painters.</p>
Advertising & BrandingCAA MarketingChipotleEbayFred LevronL.A.James CooperMicrosoftOgilvy & MatherWed, 04 Feb 2015 05:00:00 +0000162661 at http://www.adweek.comMarketers Dish on Which Brands Are Truly Killing It in Mobilehttp://www.adweek.com/news/technology/marketers-dish-what-brands-are-truly-killing-it-mobile-162573
Lauren Johnson<img src="http://www.adweek.com/files/imagecache/node-detail/smart-phones-hed-2015.jpg"> <p>
Depsite the fact that mobile keeps chipping away at digital ad budgets, zeroing in on a few stellar examples of brands that are nailing smartphone and tablet-based marketing can be tough. Sure, Walmart <a href="http://www.adweek.com/news-gallery/advertising-branding/these-5-dynamic-duos-are-nailing-digital-marketing-159165#mobile-innovator-3" target="_blank">seems ahead of the game</a> with an app that saves shoppers money. And Starbucks is raking in about <a href="http://www.adweek.com/news/technology/starbucks-looks-share-its-app-payment-system-other-retailers-159100" target="_blank">15 percent of U.S. sales</a> through its mobile payment app, while Taco Bell <a href="http://www.adweek.com/news/technology/snapchats-crazy-engaged-users-cant-resist-message-taco-bell-159677" target="_blank">works Snapchat</a> like a pro.</p>
<p>
But what other marketers are winning with mobile? To find out, we asked a handful of attendees at this week&#39;s <a href="http://mobilemediasummit.com/" target="_blank">Mobile Media Summit</a> in San Francisco which brand (besides their own, of course) is killing it in the space.</p>
<p>
One of the more interesting answers? Intuit. The financial software company may seem like a strange pick when compared to the likes of <a href="http://www.adweek.com/topic/uber" target="_blank">Uber </a>or Apple, but indeed, the brand has transitioned a business that relied on desktops to a line of cross-screen services.</p>
<p>
Check out six responses from conference attendees (via Instagram video) below.</p>
<p>
<strong>Vaino Leskinen, director of mobile at TBWA/Chiat/Day</strong></p>
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<a href="https://instagram.com/p/yXIUZlxA72/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_top">TBWA/Chiat/Day&#39;s Vaino Leskinen talks about McDonald&#39;s and mobile creative.</a></p>
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A video posted by @adweekreports on <time datetime="2015-01-27T14:51:57+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">Jan 27, 2015 at 6:51am PST</time></p>
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&nbsp;</p>
<p>
<strong>Jim McArthur, Digitaria/BoM&#39;s managing director</strong></p>
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<a href="https://instagram.com/p/yXIePIRA8L/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_top">BoM&#39;s Jim McArthur says Intuit does mobile right.</a></p>
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A video posted by @adweekreports on <time datetime="2015-01-27T14:53:18+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">Jan 27, 2015 at 6:53am PST</time></p>
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<script async defer src="//platform.instagram.com/en_US/embeds.js"></script><p>
&nbsp;</p>
<p>
<strong>Ben Kennedy, group director of mobile at Integer</strong></p>
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<p style=" margin:8px 0 0 0; padding:0 4px;">
<a href="https://instagram.com/p/yXImaXxA8S/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_top">Ben Kennedy, group director of mobile at Integer, thinks Chipotle is killing it in mobile.</a></p>
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A video posted by @adweekreports on <time datetime="2015-01-27T14:54:25+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">Jan 27, 2015 at 6:54am PST</time></p>
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<script async defer src="//platform.instagram.com/en_US/embeds.js"></script><p>
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<p>
<strong style="font-size: 12px; line-height: 20.3999996185303px;">Gabriel Cheng,&nbsp;</strong><strong>M&amp;C Saatchi Mobile&#39;s vp of mobile strategy and solutions&nbsp;</strong></p>
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<a href="https://instagram.com/p/yXIxhjxA8l/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_top">M&amp;C Saatchi Mobile&#39;s Gabriel Cheng riffs on what Gilt gets right with mobile.</a></p>
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A video posted by @adweekreports on <time datetime="2015-01-27T14:55:56+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">Jan 27, 2015 at 6:55am PST</time></p>
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<p>
<strong>Ben Gaddis, chief innovation officer at T3<br />
</strong></p>
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<strong><a href="https://instagram.com/p/yXeO6DRAyH/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_top">Ben Gaddis, chief innovation officer at T3, picks UPS as a best of breed mobile brand</a></strong></p>
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<strong>A video posted by @adweekreports on <time datetime="2015-01-27T18:03:26+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">Jan 27, 2015 at 10:03am PST</time></strong></p>
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<strong><script async defer src="//platform.instagram.com/en_US/embeds.js"></script>Fetch&#39;s general manager Guillaume Lelait</strong></p>
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<a href="https://instagram.com/p/yYBc4oRAy-/" style=" color:#000; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none; word-wrap:break-word;" target="_top">@wearefetch&#39;s Guillaume Lelait talks about Uber&#39;s geo-targeted mobile strategy</a></p>
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A video posted by @adweekreports on <time datetime="2015-01-27T23:11:11+00:00" style=" font-family:Arial,sans-serif; font-size:14px; line-height:17px;">Jan 27, 2015 at 3:11pm PST</time></p>
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<script async defer src="//platform.instagram.com/en_US/embeds.js"></script>TechnologyChipotleGiltIntuitMcDonald'sMobileLauren Johnsonmobile marketingMobile Media SummitWed, 28 Jan 2015 12:08:02 +0000162573 at http://www.adweek.comMobile Will Revive and Redefine Content Marketinghttp://www.adweek.com/news/advertising-branding/mobile-will-revive-and-redefine-content-marketing-161924
Marla Schimke<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/illo-tablet-target-01-2014.jpg"> <p>
Some think that the brand-as-publisher trend has reached its peak, when in reality it&#39;s just getting started.</p>
<p>
A mere five years ago, Red Bull was an energy drink, not a global media company. Chipotle was hard at work wrapping burritos, not shooting <a href="http://adweek.com/adfreak/willie-nelson-covers-coldplays-scientist-chipotle-ad-134529" target="_blank">award-winning video shorts.</a> Social media was in its infancy, and branded content consisted of things like trade brochures gathering dust on a shelf.</p>
<p>
Today, content marketing encompasses a huge array of media platforms, social tools and influencers. As part of this sea change, brands have increasingly become the creators of the new, bite-size content for the mobile-first generation.</p>
<p>
Since the dawn of the digital age, brands have recognized that success depends on their ability to build rich relationships with consumers hungry for engaging content and personalized experience. Nearly three decades later, mobile and in turn, mobile marketing, has the capacity to do just that: engage the consumer personally in real time with targeted, relevant context. Still, running digitized content on mobile without thoughtfully taking into consideration the complexity of the mobile platform will not instantly catalyze consumer engagement.</p>
<p>
Successful content marketing models must integrate and elevate the experience of the consumer while on a mobile device. Brands must present something valuable to get something valuable in return.</p>
<p>
In 2014, U.S. adults spent 23 percent more time on mobile during an average day than in 2013, according to eMarketer. This surge in adoption leads to mobile cannibalizing time spent with just about every other device and screen, and the shift toward ubiquity has reinvigorated the value of mobile advertising for brands. But to date, the majority of marketing has, to paraphrase Apple founder Steve Jobs, pretty much sucked.</p>
<p>
Indeed, the real challenge for mobile marketers is not only to provide something compelling to view, but also to engage and re-engage with established audiences&mdash;79 percent of whom have their smartphones with them a whopping 22 hours per day&mdash;and transforming these mobile consumers into dedicated brand loyalists via evocative brand content delivered to their closely held, and heavily relied upon, phone.</p>
<p>
Take Ford Motor Company, for example. Ford&#39;s agency, <a href="http://www.mediabistro.com/agencyspy/team-detroit-makes-a-longboarding-vid-for-ford-with-devinsupertramp_b52859" target="_blank">Team Detroit, partnered with extreme sports stuntman and YouTube sensation Devin &quot;Supertramp&quot; Graham</a> to co-create a series of compelling videos permitting Graham to do what he does best&mdash;capture adrenaline-fueled acts on camera like insane BASE (bridge, antenna, span, Earth) jumping off of structures and out of hot air balloons.</p>
<p>
In teaming up with Graham to provide strategic, noninvasive product placements, Ford was able to create the #<a href="http://devinsupertramp.com/-onetankadventure.html" target="_blank">onetankadventure video series</a> that tapped into Graham&rsquo;s existing audience of nearly 2 million YouTube channel subscribers, making them a potential new audience&mdash;and customer base&mdash;for Ford. By publishing strategic content marketing on YouTube, Ford was able to offer its epic programming alongside other extreme sports and stunt-centric videos to provide a thrilling new viewing experience to a targeted audience on mobile.</p>
<p>
According to the Content Marketing Institute, brands are 36 percent more confident about the ROI on content marketing in 2013 than they were in 2012. That&rsquo;s because brands as publishers are breaking the traditional mold to appeal to new audiences via mobile they never thought reachable and have become active participants in the daily lives of consumers and no longer interruptive voices.</p>
<p>
Red Bull gave its brand wings in the wildly successful feature film, The Art of Flight. In cities throughout the U.S., Chipotle took its brand to the stage, sponsoring the Cultivate Festival, mixing rock bands like the Neon Trees with guacamole and chips. Ford decided to take its brand BASE jumping.</p>
<p>
All three are great examples of mobile-centric brand publishing. What will your brand&#39;s epic mobile publishing moment be?</p>
<p>
<em>Marla Schimke<a href="https://twitter.com/vivamarketing" target="_blank"> (@vivamarketing) </a>is vp of marketing at Zumobi.</em></p>
Advertising & BrandingChipotleDigital AgeFordMagazine ContentMobileMarla SchimkeRed BullSmartphonesThe VoiceZumboiMon, 15 Dec 2014 14:49:19 +0000161924 at http://www.adweek.comPatagonia Goes Full Chipotle in This Intense Animation About Goose Downhttp://www.adweek.com/adfreak/patagonia-goes-full-chipotle-intense-animation-about-goose-down-161080
David Griner<img src="http://www.adweek.com/files/imagecache/node-detail/blogs/patagonia-down-hed-2014.png"> <p>
You&#39;ll never think about down jackets or Blue Oyster Cult the same way again after watching Patagonia&#39;s darkly informative new video set to the tune of &quot;Don&#39;t Fear the Reaper.&quot;</p>
<p>
In the <a href="http://www.adweek.com/news/advertising-branding/ad-day-chipotle-makes-magic-again-fiona-apple-and-dark-animated-film-152380" target="_blank">rather Chipotle-esque</a> clip, we follow the journey of a naive young goose who&#39;s trying to enjoy some time on the ski slopes when a brush with the Grim Reaper turns his whole day upside down. The jacket-clad goose (don&#39;t overthink it) sees each step of how down feathers are harvested. As you can guess, it&#39;s not super fun for the geese involved.</p>
<p>
Patagonia is using the video to announce its new commitment to only using <a href="http://www.patagonia.com/us/traceable-down" target="_blank">&quot;100% traceable down.&quot;</a> That means the brand tracks its suppliers from hatch to harvest, ensuring that feathers are never plucked from live birds.</p>
<p>
<iframe allowfullscreen="" frameborder="0" height="367" src="//www.youtube.com/embed/U7quQcr4H68?rel=0" width="652"></iframe></p>
<p>
Much like Chipotle, the Omnivore&#39;s Dilemma morality here stops quite a bit short of PETA standards. The geese plucked by Patagonia are, of course, killed in the process, with most of their bodies being used for food:</p>
<p>
&quot;Only birds raised for their meat under strict non force-fed, non live-plucked requirements are slaughtered here. Following the Traceable Down Standard, slaughterhouses observe best practices for animal welfare including the transportation, holding and slaughtering of birds.&quot;</p>
<p>
In usual Patagonia style, the transparency-obsessed company has an exhaustive timeline showing <a href="http://www.patagonia.com/us/patagonia.go?assetid=37607" target="_blank">how it reached the 100% traceable down milestone.</a></p>
<p>
So now you can at least rest assured that your Patagonia jacket was made from humanely butchered animals who weren&#39;t flayed alive or force-fed. But that cartoon goose wearing the byproduct of his dead brethren is still a bit of monster.</p>
Advertising & BrandingAnimalsApparelChipotlePatagoniaThu, 30 Oct 2014 00:46:37 +0000161080 at http://www.adweek.comWhat Marketers Can Learn From the Fast-Casual Restaurant Boomhttp://www.adweek.com/news/advertising-branding/what-marketers-can-learn-fast-casual-restaurant-boom-160440
Lauren Johnson<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/us-tacos-hed-2014.jpg"> <p>
By now, you&#39;ve probably heard the back story behind Steve Ells&#39; vision to shake up the traditional quick-service restaurant industry&nbsp;<a href="http://www.westword.com/2009-01-29/restaurants/how-steve-ells-wrapped-up-the-fast-casual-niche/" target="_blank">with fresh food inspired by gourmet dishes</a>&nbsp;when he opened the first Chipotle location in 1993. The concept has spawned countless business models for other small restaurants but is now moving into retail strategies from quick-serve restaurants (QSRs) like Taco Bell and<a href="http://www.businessweek.com/articles/2014-05-08/wendy-s-chipotle-inspired-approach-to-burgers-is-paying-off" target="_blank"> Wendy&rsquo;s</a>.</p>
<p>
Chipotle spokesman Chris Arnold suggested that little of the company&rsquo;s success can be credited to marketing. The Denver-based chain only spends 1.75 percent of its revenue on advertising compared to the category average of 5 percent. Marketing spend is split equally between local, traditional and brand-building (like this year&rsquo;s <a href="http://www.adweek.com/news/advertising-branding/chipotles-next-tasty-marketing-gambit-scripted-satire-online-155469" target="_blank">Farmed and Dangerous</a> Hulu series) programs.</p>
<p>
&quot;Our approach to marketing in many ways is oriented around storytelling, and we find that traditional advertising isn&rsquo;t always ideal for us,&quot; he said. &quot;Chipotle&#39;s brand is rooted very heavily in this bigger picture mission to change the way people think about and eat fast food. Many of the things that make Chipotle different have to do with nuance around our food culture&mdash;those don&rsquo;t necessarily lend all that well to traditional advertising.&quot;</p>
<p>
That same emphasis on fresh ingredients and different types of food have led both Taco Bell and Wendy&rsquo;s to mix up their approaches, especially in terms of targeting millennials who increasingly favor fast-casual food over typical fast-food grub.</p>
<p>
<strong>Moving Fast Food Upscale</strong><br />
The retail idea takes advantage of the foodie craze that&rsquo;s turned practically everyone into a cuisine connoisseur. For example, Taco Bell has opened a string of concept stores that break out of the chain&rsquo;s reputation for cheap and quick Mexican food. In August, the brand opened a restaurant called U.S. Taco in Huntington Beach, Calif., to test out a new upscale Mexican food concept.</p>
<p>
&quot;It&rsquo;s sort of a sandbox for us to make sure that we get it right before we get into that true expansion phase,&quot; explained Jeff Jenkins, co-founder of U.S. Taco. &quot;There&rsquo;s been a proliferation of the amateur foodie&mdash;people [who] are not necessarily foodies by trade, but they come to love food and really want to explore food. Their expectations coming into the restaurant are about experience whereas I think it&rsquo;s not about necessarily the value and convenience of the QSR category.&quot;</p>
<p>
<a href="http://ustacos.com/" target="_blank">U.S. Taco&rsquo;s</a> menu consists of 10 American dishes with a Mexican twist&mdash;including Maine lobster rolls, Philly Cheese steaks and brisket from Texas&mdash;that try to break out of its traditional grub.</p>
<p>
Food is also prepared with smartphone-toting diners in mind, who have a tendency to take pictures of their meals at higher-end restaurants. Open-face tacos are served on soft tortillas with ingredients piled on top, and plates sit on aluminum platters. &quot;We know that people eat with their eyes in today&rsquo;s world, but they also actually eat with their cameras,&quot; Jenkins said.</p>
<p>
To set up the restaurant as an experience that is about more than food, glass walls let consumers see how the food is prepared. In lieu of the traditional numbers that are placed on tables, diners set a physical license plate on their tables. Pictures of these license plates are also posted on U.S. Taco&rsquo;s <a href="http://instagram.com/ustacos" target="_blank">Instagram account</a>, which has more than 720 followers.</p>
<p>
In addition to leaning on social media for marketing, U.S. Taco also works with local organizations and events. For example, the restaurant partnered with surfing website Surfline at this year&rsquo;s Vans U.S. Open of Surfing to cater an event.</p>
<p>
Taco Bell&#39;s parent company Yum Brands is also experimenting with two other concept stores besides U.S. Taco&mdash;a Vietnamese sandwich shop called <a href="http://www.huffingtonpost.com/2014/09/13/bahn-shop-yum_n_5815926.html" target="_blank">Bahn Shop</a> and Super Chix, a chicken restaurant.</p>
<p>
<strong>Feeding the Millennials</strong><br />
As sales <a href="http://www.usatoday.com/story/money/business/2014/09/09/mcdonalds-fast-food-restaurants-chipotle-panera/15329043/" target="_blank">continue to dip for standard QSR chains</a>&mdash;particularly from younger consumers&mdash;one of the biggest appeals of fast-casual restaurants is millennials, said Bonnie Riggs, restaurant analyst at NPD.</p>
<p>
Per NPD, sales within the restaurant industry are down overall but <a href="https://www.npd.com/wps/portal/npd/us/news/press-releases/us-restaurant-traffic-remains-in-the-doldrums-with-no-tailwind-in-sight-reports-npd/" target="_blank">revenue from fast-casual restaurants is up</a>. Seventy-eight percent of restaurant visits come from QSR chains, meaning that fast-casual restaurants are stealing visits from QSRs.</p>
<p>
Riggs argued that the food in fast-casual restaurants is more important than the in-store experience for millennials. And, the higher prices at fast-casual restaurants are not steering young adults away, likely because <a href="http://www.adweek.com/news/technology/here-everything-you-need-know-about-millennial-consumer-159139" target="_blank">many still rely on their parents for money</a>.</p>
<p>
&quot;Millennials of today are eating differently than millennials of 10 years ago,&quot; Riggs said. &quot;For them, it really is about freshness and quality of product. It&rsquo;s all about the food.&quot;</p>
Advertising & BrandingBonnie RiggsChipotleChris ArnoldJeff JenkinsMillennialsLauren JohnsonRetailTaco BellU.S. TacoRetailMon, 29 Sep 2014 14:47:15 +0000160440 at http://www.adweek.comMark Crumpacker's Farm-Friendly Pitch for Chipotlehttp://www.adweek.com/news/advertising-branding/mark-crumpackers-farm-friendly-pitch-chipotle-160383
Gabriel Beltrone<p>
For the average YouTube viewer, Chipotle&rsquo;s computer-animated <a href="/node/134529">&ldquo;Back to the Start&rdquo; video from 2011</a>, portraying a family farmer fighting back against industrial agriculture&rsquo;s machine-made mystery food, was two minutes of entertainment (helped in no small part by Willie Nelson&rsquo;s crooning the Coldplay song, &ldquo;The Scientist,&rdquo; on the backing track).</p>
<div class="news-article-image" style="float: left;margin: 15px 0px 15px 0px;">
<img class="fancyzoom" data-fancybox-src="/files/imagecache/w1200/fea-bg-mark-crumpacker-02-2014.jpg" src="/files/imagecache/node-blog/fea-bg-mark-crumpacker-02-2014.jpg" />
<p class="caption">
<span class="meta-credit">Photo: Sasha Maslov</span></p>
</div>
<p>
But for Mark Crumpacker, Chipotle&rsquo;s chief marketing and development officer, it was a wake-up call. He figured the video, produced with CAA Marketing, would resonate with viewers. But his team was caught off guard as the video&rsquo;s hit count rose well into seven-digit territory. &ldquo;We didn&rsquo;t think it would be quite the sensation that it was,&rdquo; he says. &ldquo;It was a film. It didn&rsquo;t have built into it a way for people to share it. It didn&rsquo;t have any promotional element built into it.&rdquo;</p>
<p>
Live and learn. Holding onto the farmer-as-hero theme, Crumpacker returned with a sequel in September 2013. <a href="/node/152512">&ldquo;The Scarecrow&rdquo;</a> also features an underdog who triumphs over industrial farming with his home garden. But the mesmerizing animation, the pathetically lovable scarecrow character and the music (Fiona Apple&rsquo;s haunting rendition of &ldquo;Pure Imagination&rdquo;) proved irresistible. To date, the video has <a href="https://www.youtube.com/watch?v=lUtnas5ScSE" target="_blank">notched well over 13 million views</a>. Half a million consumers downloaded an accompanying iPhone and iPad game. All told, the effort generated more than 500 million media impressions, valued at some $7 million if Chipotle had paid for traditional ads.</p>
<p>
The 21-year-old fast-casual chain has never done things the traditional way, though, thanks in large part to its CMO. Crumpacker actually designed Chipotle&rsquo;s first logo in the &rsquo;90s, before taking the marketing helm five years ago. Since then, he&rsquo;s tirelessly preached the ethos of Chipotle&rsquo;s socially responsible farming to the masses.</p>
<p>
After airing &ldquo;Back to the Start&rdquo; during the 2012 Grammy Awards, Chipotle donated all iTunes proceeds from downloads of <a href="https://www.youtube.com/watch?v=v525UGbA448" target="_blank">Willie Nelson&rsquo;s &ldquo;The Scientist&rdquo;</a> to the Chipotle Cultivate Foundation, a nonprofit that advocates for sustainable agriculture.<br />
The videos are part of Chipotle&rsquo;s &ldquo;Cultivate a Better World&rdquo; platform, which includes popular outdoor food and music festivals.</p>
<p class="caption">
<strong>Funny Farm</strong> | <span class="meta-credit">&quot;Farmed and Dangerous&quot; is the chain&#39;s latest pitch for sustainable agriculture.</span></p>
<p>
<iframe allowfullscreen="" frameborder="0" height="367" src="//www.youtube.com/embed/U5_D0rdqeAs" width="652"></iframe></p>
<p>
Chipotle founder Steve Ells credits Crumpacker with spreading the chain&rsquo;s gospel. &ldquo;He took a completely fresh look at how to convey the essence of Chipotle&rsquo;s brand and our important mission of changing the way people think about and eat fast food,&rdquo; Ells says. &ldquo;He was able to brilliantly convey this idea of the importance of where your food comes from.&rdquo;</p>
<p>
Crumpacker has spent the last year and a half putting a modest media spend ($10 million in 2013, per Kantar estimates) in channels like outdoor, radio and print. He leads a 35-person marketing team focused on helping individual stores undertake neighborly promotions, like free lunches for nearby businesses.</p>
<p>
In the first half of 2014, <a href="http://www.chipotle.com" target="_blank">Chipotle</a> saw a 17.7 percent year-over-year jump in profits to $193 million. And in February, the chain returned with yet another video effort. &ldquo;Farmed and Dangerous&rdquo; is an ambitious, four-part dark comedy series about&mdash;yep&mdash;the evils of industrial agriculture. Chipotle signed Ray Wise to play the chief public relations man for the sinister Animoil Corporation.</p>
<p>
There&rsquo;s little doubt this latest effort will sell plenty of chips and guac. In its first few days, the first episode of &ldquo;Farmed and Dangerous&rdquo; exceeded Hulu&rsquo;s viewership expectations for the entire series.<br />
<br />
View the Brand Genius winner class of 2014:<br />
<a href="http://adweek.com/news/advertising-branding/paul-crandell-gopro-160377" target="_blank">Paul Crandell, GoPro</a> | <a href="http://adweek.com/news/advertising-branding/mark-crumpacker-chipotle-160383" target="_blank">Mark Crumpacker, Chipotle</a> | <a href="http://adweek.com/news/advertising-branding/michelle-n-fernandez-canon-usa-160398" target="_blank">Michelle N. Fernandez, Canon USA</a> | <a href="http://adweek.com/news/advertising-branding/camille-m-gibson-general-mills-160385" target="_blank">Camille M. Gibson, General Mills </a>| <a href="http://adweek.com/news/advertising-branding/trudy-hardy-bmw-north-america-160378" target="_blank">Trudy Hardy, BMW of North America</a> | <a href="http://adweek.com/news/advertising-branding/matt-jauchius-nationwide-160392" target="_blank">Matt Jauchius, Nationwide </a>| <a href="http://adweek.com/news/advertising-branding/quinn-kilbury-newcastle-brown-ale-160384" target="_blank">Quinn Kilbury, Newcastle Brown Ale</a> | <a href="http://adweek.com/news/advertising-branding/david-melan-benjamin-moore-co-160381" target="_blank">David Melan&ccedil;on, Benjamin Moore &amp; Co.</a> | <a href="http://adweek.com/news/press/shane-smith-vice-160379" target="_blank">Shane Smith, Vice</a> | <a href="http://adweek.com/news/advertising-branding/dana-white-ufc-160380" target="_blank">Dana White, UFC&nbsp;</a></p>
Advertising & BrandingFood & BeverageMarketingBrand Genius 2014CAAChipotleGabriel BeltroneOnlineVideoWillie NelsonYoutubePackaged GoodsRetailBrand GeniusMon, 29 Sep 2014 04:02:47 +0000160383 at http://www.adweek.comMcDonald's Will Spend the Next 18 Months Rebrandinghttp://www.adweek.com/news/advertising-branding/mcdonalds-will-spend-next-18-months-rebranding-159110
Daniel Lefferts<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/mcdonalds-sign-hed-2013_0.jpg"> <p>
Amid anemic sales, employee <a href="http://fivethirtyeight.com/datalab/what-do-mcdonalds-workers-really-make-per-hour/" target="_blank">pay issues</a>, and an increasingly bad dietary reputation, McDonald&rsquo;s has announced it will devote the next 18 months to rebranding itself as not only a cheap food destination but an appealing and high-quality one, as well. Call it a McSoulSearch.</p>
<p>
<a href="http://www.businessweek.com/articles/2014-07-23/mcdonalds-to-embark-on-rebranding-initiative-over-next-18-months" target="_blank">Bloomberg Businessweek reported</a> that the company &ldquo;told investors this week it is taking the next year and a half to regroup&rdquo; and that the change &ldquo;won&rsquo;t necessarily involve the typical hallmarks of a rebrand, such as a new logo or total design overhaul.&rdquo; Instead, the chain will focus on improving customer service, adjusting its menu, and retooling marketing efforts, particularly online and in social media. (According to the social media analysis firm Infegy, 38 percent of online conversation about the Golden Arches last year were negative.)</p>
<p>
Following, perhaps, in the footsteps of Chipotle&mdash;which,&nbsp;<a href="http://www.mediabistro.com/agencyspy/mcdonalds-has-18-months-to-rebrand-or-else_b69302" target="_blank">according to MediaBistro</a><a href="http://www.mediabistro.com/agencyspy/mcdonalds-has-18-months-to-rebrand-or-else_b69302" target="_blank">&#39;s AgencySpy</a>, has surpassed the fast food chain in sales growth&mdash;McDonald promises to add &ldquo;sustainable beef&rdquo; and more fruit and vegetables to its menu. In addition, it will be remodeling its restaurants, adding more locations, and offering WiFi.</p>
<p>
Chief executive Don Thompson said during an earnings call on Tuesday that the goal is to make McDonald&rsquo;s a &ldquo;more trusted and respected brand&rdquo; and to create an experience that &ldquo;customers will feel good about.&rdquo;</p>
<p>
Fans of the chain don&rsquo;t need to worry about menu staples getting lost in the revamp. According to Thompson, the Big Mac, fries, and Egg McMuffin&mdash;which together represent some 40 percent of all sales&mdash;will remain at the forefront of the restaurant&rsquo;s improved menu.&nbsp;</p>
Advertising & BrandingChipotleDon ThompsonMcDonald'sRebrandFri, 25 Jul 2014 16:44:33 +0000159110 at http://www.adweek.comChipotle's Australian Beef Imports Anger Texas Agricultural Industryhttp://www.adweek.com/news/advertising-branding/chipotles-australian-beef-imports-anger-texas-agricultural-industry-158584
Joan Voight<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/chipotle--burrito-hed-2014.jpg"> <p>
Chipotle&rsquo;s arty marketing decrying factory farms and food processors won awards at Cannes and elsewhere, but behind the scenes, the agriculture industry is fuming.</p>
<p>
The opposition came to a head June 16 when Texas Agriculture commissioner Todd Staples cried foul over the burrito chain&rsquo;s new plan to buy grass-fed, antibiotic-free beef from Australia. Chipotle says it can&rsquo;t find enough beef in the U.S. that meets its standards, so it has to go overseas.</p>
<p>
In an open letter, Staples chided <a href="http://www.chipotle.com" target="_blank">Chipotle</a> founder and co-CEO Steve Ells for his &quot;misguided and irresponsible declaration that the meat from Australia is somehow more &#39;responsibly raised&#39; than meat produced by Texas ranchers.&quot; The commissioner also sent out a statement that said: &quot;Steve Ells should get together with Texas beef industry leaders to have a real discussion about &#39;meating&#39; their needs. I encourage Chipotle diners to push Mr. Ells to work with us.&quot;</p>
<p>
Commissioner Staples is oversimplifying the problem, countered Chris Arnold, a Chipotle representative. &quot;We hope to get all our supply domestically, but it&rsquo;s not available yet. We plan to talk to the commissioner about our protocol and standards, but cattle are raised for 30 months, so it would be more than two years before we could buy Texas cattle that meet our needs.&quot;</p>
<p>
Chipotle CEO Steve Ells sent a letter to the Texas Agriculture commissioner dated June 24, which states in part: &quot;The majority of the beef we serve will continue come from the U.S. ... I would be happy to provide more information about our sourcing protocols to you and your team, as well as any ranchers interested in supplying beef to Chipotle.&quot;&nbsp;</p>
<p>
Farming bloggers and agriculture associations are already testy because of what they see as Chipotle&rsquo;s double standards. Despite its marketing claims, since last year about 20 percent of the beef served at its restaurants comes from conventional farms that use antibiotics. The reason: drought-induced shortages of &quot;naturally&quot; raised beef. (On-site signs notify customers at restaurants where conventionally grown beef is served.)</p>
<p>
The restaurant chain has met with several rancher and agriculture associations that are upset with the company&rsquo;s marketing messages, said Arnold. &ldquo;We are perplexed that we are seen as bashing the agriculture system. We know we can&rsquo;t run our business without our farm partners and we respect farmers whether they met our standards or not,&rdquo; he said.</p>
<p>
The tussle with Texas cattle ranchers could give Chipotle a chance to demonstrate its brand values, said experts. &quot;This brings more attention to the lengths Chipotle goes to do what it believes is responsible, which, like the pied piper, will drive more diners to its doors,&quot; said Tom Bernthal, CEO of Kelton, a brand consultancy. &quot;Their customers aren&rsquo;t rural, they&rsquo;re in cities. For that audience, the brand position that agriculture is headed in the wrong direction sells,&quot; he added.</p>
<p>
&quot;Despite its growth, Chipotle is perceived as David going up against Big Food,&rdquo; said John Marshall, global director of strategy at branding firm Lippincott. In order to stay human, the company needs to talk openly about its progress in its carrying out its mission. To deal with controversies like this, &quot;it needs to focus as much on dialogue as it does on marketing,&quot; Marshall said.</p>
<p>
In the meantime, Chipotle is working with the food service industry to find tech-savvy solutions to deal with these types of growing pains. It is a collaborating partner, along with Google and others, in Hack/Dining NYC on June 27-29. The event brings together engineers, programmers and chefs to work on tough problems, such as improving supply chains for high-quality ingredients.&nbsp;</p>
Advertising & BrandingagricultureChipotleWed, 25 Jun 2014 19:47:41 +0000158584 at http://www.adweek.comChipotle, Honda Win Multiple Gold Lions in Branded Content, But No One Takes Grand Prixhttp://www.adweek.com/news/advertising-branding/chipotle-honda-win-multiple-gold-lions-branded-content-no-one-takes-grand-prix-158503
David Griner<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/honda-drive-in-652-hed-2014.jpg"> <p>
CANNES, France&mdash;In one of the marketing industry&#39;s hottest categories, branded content and entertainment, three U.S. campaigns won gold Lions at Cannes here tonight, but the top honor went noticeably unawarded.</p>
<p>
Chipotle and CAA Marketing topped the leaderboard with three gold Lions in Branded Content for The Scarecrow, a three-minute animated video that&#39;s been viewed on YouTube more than 12.8 million times. The video and the marketing effort around it have been big winners throughout this year&#39;s Cannes Lions, taking a Grand Prix in both PR <a href="http://www.adweek.com/news/advertising-branding/3-campaigns-each-win-cyber-grand-prix-including-chipotle-and-volvo-trucks-158415">and Cyber</a>, along with multiple golds.</p>
<p>
Read more about The Scarecrow in <a href="http://www.adweek.com/news/advertising-branding/caa-scores-grand-prix-and-2-gold-pr-lions-chipotles-scarecrow-158348">our article on its PR victories at Cannes</a>.&nbsp;</p>
<p>
While Chipotle was the category&#39;s clear winner in terms of number of gold Lions, the judges declined to honor the burrito chain nor any other entrant with the Grand Prix, the festival&#39;s highest honor. The absence of a top honoree was no random quirk of scoring. Jury president Doug Scott, president of OgilvyEntertainment, told Adweek that the panel hopes to encourage bolder ideas in future years.&nbsp;</p>
<p>
&quot;Despite the fact that we saw great submissions from clients and&nbsp;agencies around the world, and awarded 11 golds, none of the work&nbsp;exemplified all of the key elements of extraordinary branded content&mdash;originality, craft, integration, brand alignment and most importantly&nbsp;narrative,&quot; Scott said.</p>
<p>
&quot;It is my belief that we as the provocateurs of culture need to push&nbsp;harder with our creative tools and create stories that not only&nbsp;reflect the present but set the future.&quot;</p>
<p>
Despite the general criticism and lack of a Grand Prix, the judges did honor quite a few campaigns with prestigious gold Lions. Beyond Chipotle, U.S. marketers earning gold Lions were:</p>
<p>
&bull; Honda and agency RPA, taking home two gold Lions in Branded Content for its U.S. campaign &quot;Project Drive-In,&quot; an integrated campaign to raise awareness and support for America&#39;s drive-in theaters, which face closure due to the high cost of upgrades needed to meet Hollywood&#39;s transition to digital projection.&nbsp;</p>
<p>
<iframe allowfullscreen="" frameborder="0" height="367" src="//www.youtube.com/embed/LiKS6k6LOvw?rel=0" width="652"></iframe></p>
<p>
&bull; Samsung and 72andSunny for <a href="http://www.adweek.com/news/advertising-branding/samsung-tells-story-behind-selfie-ate-hollywood-and-twitter-156385" target="_blank">the &quot;Oscars Selfie&quot;</a></p>
<p>
<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/oscars-selfie-hed-2014.jpg" /></p>
<p>
&bull; Sony Music and Interlude N.Y. for <a href="http://video.bobdylan.com/" target="_blank">&quot;Bob Dylan: Like a Rolling Stone&quot;</a></p>
<div class="video">
<iframe frameborder="0" height="367" src="http://video.bobdylan.com/iframe.html?playerWidth=700&amp;playerHeight=362&amp;publisherID=mojo" width="652"></iframe></div>
<p>
The non-U.S. gold Lion winners were:</p>
<p>
&bull; Volkswagen Brazil / AlmapBBDO / <a href="http://youtu.be/tXynxODC4eY" target="_blank">Kombi Last Wishes -</a> Brazil - 2 gold Lions<br />
&bull; Terre Des Hommes Netherlands / LEMZ Amsterdam / <a href="http://www.adweek.com/news/advertising-branding/ad-day-agency-builds-computer-model-girl-catch-pedophiles-online-157931">Sweetie</a> - The Netherlands - gold Lion<br />
&bull; AMIA (Asociacion Mutual Israelita Argentina) / Ogilvy &amp; Mather Argentina/ <a href="http://winners.canneslions.com/2014/promo/entry.cfm?entryid=35549&amp;award=101&amp;order=7&amp;direction=1" target="_blank">AMIA Booth</a> - Argentina - gold Lion</p>
Advertising & Branding72andsunnyBob DylanBranded ContentCannesChipotleDavid GrinerInterludeoscars selfieRpaSamsungSonysony musicSat, 21 Jun 2014 19:30:42 +0000158503 at http://www.adweek.com3 Campaigns Each Win a Cyber Grand Prix, Including Chipotle and Volvo Truckshttp://www.adweek.com/news/advertising-branding/3-campaigns-each-win-cyber-grand-prix-including-chipotle-and-volvo-trucks-158415
Tim Nudd<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/24-hours-of-happy-hed-2014.jpg"> <p>
CANNES, France&mdash;The Cyber Lions jurors here had trouble narrowing things down to a single big winner. So, instead, they awarded three Grand Prix in the category.</p>
<p>
CAA Marketing and Chipotle picked up their second of the festival for &quot;The Scarecrow.&quot; Forsman &amp; Bodenfors won its first for the Volvo Trucks &quot;Live Test Series&quot; campaign. And Paris agency Iconoclast won a Grand Prix as well, for its <a href="http://24hoursofhappy.com/" target="_blank">&quot;24 Hours of Happy&quot;</a> music video for Pharrell Williams.</p>
<p>
You can read about &quot;The Scarecrow,&quot; which included a mobile game in addition to the famous video, in <a href="/node/158348">our story</a> about the campaign&#39;s PR Grand Prix victory on Monday. In addition to the Grand Prix, CAA also won two golds a bronze in Cyber for the work. (Also, Piro in New York won two silver Lions for another Chipotle project&mdash;the Farmed and Dangerous scripted web series.)</p>
<p>
F&amp;B was a pre-festival favorite for the Volvo Trucks work; here the online films were recognized. We <a href="/node/158248">spoke to F&amp;B</a> earlier this week about the campaign.</p>
<p>
Iconoclast&#39;s Pharrell video was an incredible piece of work&mdash;a piece that was 24 hours long, interactive and featured cameos by Magic Johnson, Steve Carrell, Jamie Foxx, Kelly Osbourne, Jimmy Kimmel and more. It was also the second project involving Williams to win a Grand Prix here tonight&mdash;as the singer&#39;s RAW for the Oceans line of denim won the inaugural <a href="/node/158418">Product Design Grand Prix.</a><br />
<br />
<iframe allowfullscreen="" frameborder="0" height="367" src="//www.youtube.com/embed/AGlKJ8CHAg4?rel=0" width="652"></iframe><br />
<br />
Among U.S. agencies, Droga5, BBH and GSD&amp;M also won gold Lions. American shop also won a slew of silvers and bronzes. Here&#39;s the full list of U.S. winners:</p>
<p>
&bull; <strong>Creative Artists Agency</strong> Los Angeles - The Scarecrow - Chipotle Mexican Grill - Grand Prix, 2 Gold Lions,</p>
<p>
&bull; <strong>Droga5</strong> New York / Caviar Digital Los Angeles - If We Made It - Heineken - Gold Lion<br />
&bull; <strong>BBH</strong> New York - The Launch Of Greatness Awaits - Sony - Gold Lion<br />
&bull; <strong>GSD&amp;M</strong> Austin - The Collaboratory - United States Air Force - Gold Lion</p>
<p>
&bull; <strong>Pereira &amp; O&#39;Dell </strong>San Francisco - Family Portraits Campaigns - Skype - 4 Silver Lions, 2 Bronze Lions<br />
&bull; <strong>Mullen</strong> Boston - Killing Kennedy - National Geographic Channel - 4 Silver Lions<br />
&bull; <strong>72andSunny</strong> Los Angeles / <strong>72andSunny</strong> Amsterdam / <strong>Google Creative Lab</strong> London - Google Night Walk - Google - Silver Lion, Bronze Lion<br />
&bull; <strong>Droga5</strong> New York / <strong>Caviar Digital</strong> Los Angeles - IfWeMadeIt.com - Newcastle Brown Ale - 3 Silver Lions, Bronze Lions<br />
&bull; <strong>Goodby Silverstein &amp; Partners</strong> San Francisco - The New Creatives - Adobe - Silver Lion<br />
&bull; <strong>Barton F. Graf 9000</strong> New York/<strong>Furlined</strong> Los Angeles - Climate Name Change - 350 Action - 2 Silver Lions, Bronze Lion<br />
&bull; <strong>Wieden + Kennedy </strong>Portland - Be Moved Hub - Sony - Silver Lion<br />
&bull; <strong>Piro</strong> New York - Farmed and Dangerous - Chipotle Mexican Grill - 2 Silver Lions<br />
&bull; <strong>BBH</strong> New York - Bid For Greatness - Sony - 2 Silver Lions<br />
&bull; <strong>GSD&amp;M</strong> Austin - The Collaboratory - United States Air Force - 2 Silver Lions<br />
&bull; <strong>Leo Burnett </strong>Chicago - Biggest Assembly Ever - Procter &amp; Gamble - Silver Lion<br />
&bull; <strong>AKQA</strong> New York / <strong>AKQA</strong> San Francisco / <strong>Fake Love</strong> New York - Levi&#39;s Tools - Levi Strauss &amp; Co. - Silver Lion, Bronze Lions</p>
<p>
&bull; <strong>Pereira &amp; O&#39;Dell</strong> San Francisco - The Power Inside: Episode 5 - Intel + Toshiba - 6 Bronze Lions<br />
&bull; <strong>SS+K</strong> New York - HBO Go - Bronze Lions<br />
&bull; <strong>Tool</strong> Los Angeles / Clemenger BBDO Melbourne - Remote Control Tourist - Tourism Victoria - Bronze Lion<br />
&bull; <strong>Google Creative Lab</strong>, Data Arts Team San Francisco / Aatoaa Montreal, QC - Just A Reflektor - Arcade Fire, Google Chrome - 2 Bronze Lions<br />
&bull; <strong>Google Creative Lab</strong> New York - Coder - Google - Bronze Lion<br />
&bull; <strong>BBH</strong> New York - GT6: First Love - Sony - Bronze Lion<br />
&bull; <strong>Droga5</strong> New York - BYC Tools Page - Prudential - Bronze Lion<br />
&bull; <strong>Venables Bell &amp; Partners</strong> San Francisco - Look Inside: Mick Ebeling - Intel - Bronze Lion<br />
&bull; <strong>Interlude</strong> New York - Bob Dylan Like A Rolling Stone - Sony Music - Bronze Lion<br />
&bull; <strong>GSD&amp;M</strong> Austin - Goodbye 80S - Radioshack - Bronze Lion<br />
&bull; <strong>Deutsch</strong> New York - Mob City Twitter Script - TNT - Bronze Lion<br />
&bull; <strong>Pereira &amp; O&#39;Dell</strong> San Francisco - Airbnb #SochiProblems - Airbnb - Bronze Lion<br />
&bull; <strong>Google Creative Lab</strong>, Data Arts Team San Francisco - Unnumbered Sparks - Google - Bronze Lion<br />
&bull; <strong>R/GA</strong> New York - The Nike Sb App - Trick Tree - Nike - Bronze Lion</p>
Advertising & BrandingCAA MarketingCannesChipotleForsman & BodenforsIconoclastTim NuddCreativeAgencyWed, 18 Jun 2014 19:30:00 +0000158415 at http://www.adweek.comCAA Scores Grand Prix and 2 Gold PR Lions for Chipotle's 'The Scarecrow'http://www.adweek.com/news/advertising-branding/caa-scores-grand-prix-and-2-gold-pr-lions-chipotles-scarecrow-158348
Tim Nudd<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/chipotle-scarecrow-hed-2013.jpg"> <p>
CANNES, France&mdash;CAA Marketing and Chipotle, which teamed up to win two Grand Prix in 2012, added a third here tonight, winning the top prize in the PR Lions contest for <a href="/node/152380">&quot;The Scarecrow,&quot;</a> its latest integrated attack on the evils of industrial food production.</p>
<p>
The work, done in collaboration with PR agency Edelman in New York, featured a gorgeous three-minute video from the Oscar-winning animators at Moonbot Studios&mdash;a cautionary tale set at Crow Foods, which is staffed by scarecrows who&#39;ve lost their jobs at the farm and are forced into supporting the unsustainable processed-food system. It was set to a haunting, hypnotic Fiona Apple cover of the song &quot;Pure Imagination&quot; from 1971&#39;s Willy Wonka and the Chocolate Factory.</p>
<p>
But the campaign went well beyond the video. It also included a free, arcade-style adventure game for the iPhone and iPad. (If you got at least three stars out of five in each of the game&#39;s worlds, you got a coupon for free food at Chipotle.) And Apple&#39;s song was available on iTunes, with 60 cents per download benefiting the Chipotle Cultivate Foundation. (The campaign is surely a favorite in this year&#39;s Branded Content category, and Film as well.)</p>
<p>
&quot;The Scarecrow&quot; also won two golds along with its Grand Prix.<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="367" src="//www.youtube.com/embed/lUtnas5ScSE?rel=0" width="652"></iframe><br />
<br />
U.S. agencies did well in the PR Lions contest, picking up four golds, six silvers and seven bronzes. The other golds went to Droga5 for Honey Maid and Grey for TNT.</p>
<p>
Here is the full list of U.S. winners:</p>
<p>
&bull; <strong>Creative Artists Agency</strong> Los Angeles - The Scarecrow - Chipotle Mexican Grill - PR Agency: <strong>Edelman</strong> New York - Grand Prix, 2 gold Lions</p>
<p>
&bull; <strong>Droga5</strong> New York - This Is Wholesome - Honey Maid - PR Agency: <strong>Weber Shandwick</strong> Chicago - gold Lion<br />
&bull; <strong>Grey</strong> New York - Dallas Gas Station - TNT - gold Lion, silver Lion</p>
<p>
&bull; <strong>Deutsch</strong> Los Angeles - 2014 Taco Bell Breakfast Launch (Ronald McDonald Launch) - Taco Bell - 2 silver Lions, bronze Lion<br />
&bull; <strong>Droga5</strong> New York - If We Made It - Heineken - PR Agency: <strong>Fast Horse</strong> Minneapolis - silver Lion<br />
&bull; <strong>Grey</strong> New York - Football on Your Phone - DirecTV - silver Lion<br />
&bull; <strong>Droga5</strong> New York - Love - Honey Maid - PR Agency: <strong>Weber Shandwick</strong> Chicago - silver Lion</p>
<p>
&bull; <strong>Ogilvy</strong> New York/Text 100 New York - Ungrounded: An Innovation Lab in the Sky - British Airways - bronze Lion<br />
&bull; <strong>360i</strong> New York - #Mamming - bronze Lion<br />
&bull; <strong>Ketchum Sports &amp; Entertainment</strong> New York - Rumble On The Rails - Committee for the Preservation of Olympic Wrestling (CPOW); International Federation of Associated Wrestling Styles (FILA); USA Wrestling - PR Agency: <strong>Ketchum Sports &amp; Entertainment </strong>New York - bronze Lion<br />
&bull; <strong>Saatchi &amp; Saatchi</strong> New York - Trust Your Power - Procter &amp; Gamble - PR Agency: <strong>Citizen PR</strong> New York - bronze Lion<br />
&bull; <strong>Pereira &amp; O&#39;Dell</strong> San Francisco - Solving #Sochiproblems - Airbnb - bronze Lion<br />
&bull; <strong>Mattel Inc.</strong> El Segundo, Calif. - #Unapologetic - PR Agency: <strong>Ketchum</strong> Los Angeles, Hl Group New York - bronze Lion</p>
Advertising & BrandingCAA MarketingCannesChipotleCreativeAgencyMon, 16 Jun 2014 19:30:00 +0000158348 at http://www.adweek.comTarget Gets Twitter Heat From Gun Control Grouphttp://www.adweek.com/news/technology/target-gets-twitter-heat-gun-control-group-158110
Christopher Heine<p>
<a href="http://en.wikipedia.org/wiki/Moms_Demand_Action" target="_blank">Moms Demand Action&nbsp;for Gun Sense in America</a>,&nbsp;a Michael Bloomberg-backed organization in favor of more gun control, is applying notable pressure on Target via Twitter this evening. The activist group is drawing attention to an<a href="http://pressroom.target.com/backgrounders/target-guests" target="_blank">&nbsp;open-carry gun policy</a>&nbsp;that the retail giant evidently has in place for locations in states where such an action is legal.&nbsp;</p>
<p>
It&#39;s a response to pictures of men and women carrying firearms in Dallas-area Target stores (photos below) that have surfaced on social media, apparently posted by members of <a href="http://thescoopblog.dallasnews.com/2014/06/national-rifle-association-blasts-texas-open-carry-protests-as-dubious-and-downright-weird.html/" target="_blank">Open Carry Texas and similar groups</a>, which even the National Rifle Association has opposed in recent days. In the aftermath of a killing spree at a California college one week ago and several other mass shootings in recent years, the gun debate seems to be escalating&mdash;and Twitter looks to be an important platform for opposing sides to persuade public sentiment.&nbsp;</p>
<p>
&quot;Moms have their eye on Target because it&rsquo;s a place we take our children to shop&mdash;and we&rsquo;ve been disturbed by some of the demonstrations that gun extremists have held with loaded rifles inside and outside some stores. Assault rifles have no place in the baby aisle,&quot; Erika Soto Lamb, a spokeswoman for Moms Demand Action, told the <a href="http://blogs.wsj.com/washwire/2014/06/03/open-carry-gun-fight-moves-to-target-stores/" target="_blank">Wall Street Journal</a>.</p>
<p>
In recent months, Soto Lamb&#39;s group has successfully influenced Chipotle, Starbucks, <a href="http://www.usatoday.com/story/money/2014/05/30/sonic-chilis-no-guns/9789685/" target="_blank">Chili&#39;s and Sonic</a> to announce no-guns-in-stores policies for patrons.</p>
<p>
Moms Demand Action is pushing #OffTarget and #GunSense hashtags in its current effort, and the hashtags have picked up considerable steam.</p>
<p>
<strong>Updated: </strong>Target rep Molly Snyder emailed Adweek on Wednesday with the following statement: &quot;At Target, the safety and security of our guests and team members is our highest priority. Target does not sell firearms or ammunition and, as it relates to this issue, we follow all state and federal laws.&quot;</p>
<p>
When asked if recent developments would impact its store policies, the retailer didn&#39;t respond.&nbsp;</p>
<blockquote class="twitter-tweet" data-cards="hidden" lang="en">
<p>
Don&#39;t let <a href="https://twitter.com/search?q=%23GunGrabbers&amp;src=hash">#GunGrabbers</a> like <a href="https://twitter.com/MidwestSarabeth">@MidwestSarabeth</a> insult lawful <a href="https://twitter.com/search?q=%23OpenCarry&amp;src=hash">#OpenCarry</a> <a href="https://twitter.com/search?q=%23GunOwners&amp;src=hash">#GunOwners</a> at <a href="https://twitter.com/Target">@target</a> helping keep us safe. <a href="https://twitter.com/search?q=%232a&amp;src=hash">#2a</a> <a href="http://t.co/r28oMKSSUG">pic.twitter.com/r28oMKSSUG</a></p>
&mdash; U.S. Firearm Rights (@usfirearmrights) <a href="https://twitter.com/usfirearmrights/statuses/422971385049128960">January 14, 2014</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
Tell <a href="https://twitter.com/Target">@Target</a> to end these <a href="https://twitter.com/search?q=%23OffTarget&amp;src=hash">#OffTarget</a> open carry demonstrations in their stores: <a href="http://t.co/W3GWCgzCf3">http://t.co/W3GWCgzCf3</a> <a href="https://twitter.com/search?q=%23MomsDemand&amp;src=hash">#MomsDemand</a> <a href="http://t.co/O4XJH8jQ52">pic.twitter.com/O4XJH8jQ52</a></p>
&mdash; Moms Demand Action (@MomsDemand) <a href="https://twitter.com/MomsDemand/statuses/473956691340316672">June 3, 2014</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
.<a href="https://twitter.com/Target">@Target</a> <a href="https://twitter.com/TargetStyle">@TargetStyle</a> This is NOT the kind of accessory I want to see at Tar-jay! Pls change yr <a href="https://twitter.com/search?q=%23OffTarget&amp;src=hash">#OffTarget</a> gun policy <a href="http://t.co/yaBkTWswY4">pic.twitter.com/yaBkTWswY4</a></p>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
Fight over &quot;open carry&quot; moves to <a href="https://twitter.com/Target">@Target</a> stores <a href="http://t.co/0e26RhnM6o">http://t.co/0e26RhnM6o</a> Tell Target it&#39;s <a href="https://twitter.com/search?q=%23OffTarget&amp;src=hash">#OffTarget</a> <a href="https://twitter.com/search?q=%23GunSense&amp;src=hash">#GunSense</a> <a href="http://t.co/MZtNWnQmFn">pic.twitter.com/MZtNWnQmFn</a></p>
&mdash; Moms Demand Action (@MomsDemand) <a href="https://twitter.com/MomsDemand/statuses/473966090888806401">June 3, 2014</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
I&#39;m not teaching my kid how to seek shelter behind the clearance racks. Get <a href="https://twitter.com/search?q=%23gunsense&amp;src=hash">#gunsense</a> <a href="https://twitter.com/Target">@Target</a> <a href="https://twitter.com/search?q=%23offTarget&amp;src=hash">#offTarget</a> <a href="http://t.co/gwSN8uYCMG">http://t.co/gwSN8uYCMG</a></p>
&mdash; Brinda Estrella (@BrindaStar) <a href="https://twitter.com/BrindaStar/statuses/474002880735617024">June 4, 2014</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script><blockquote class="twitter-tweet" lang="en">
<p>
.<a href="https://twitter.com/Target">@Target</a> Just like this guy, you are shooting yourself in the foot by allowing these guns in your stores <a href="https://twitter.com/search?q=%23OffTarget&amp;src=hash">#OffTarget</a> <a href="http://t.co/99B45ZMyzk">pic.twitter.com/99B45ZMyzk</a></p>
&mdash; Jennifer Stapleton (@jenniferstaple) <a href="https://twitter.com/jenniferstaple/statuses/474003264258596864">June 4, 2014</a></blockquote>
<script async src="//platform.twitter.com/widgets.js" charset="utf-8"></script>TechnologyChipotleMoms Demand Actionnational rifle associationNraSocialChristopher HeineTargetWed, 04 Jun 2014 02:47:11 +0000158110 at http://www.adweek.comChipotle Goes Beyond Burritos: Adds Asian, Pizza Outletshttp://www.adweek.com/news/advertising-branding/chipotle-goes-beyond-burritos-adds-asian-pizza-outlets-157939
Joan Voight<img src="http://www.adweek.com/files/imagecache/node-detail/news_article/chipotle-hed-2014.jpg"> <p>
Chipotle Mexican Grill has ambitions beyond burritos.</p>
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This summer, the company is growing two new fast-food chains for Chipotle loyalists hungry for more variety. <a href="http://shophousekitchen.com/" target="_blank">ShopHouse</a> serves Southeast Asian-style rice bowls and <a href="http://www.grubstreet.com/2013/12/chipotle-pizzeria-locale.html" target="_blank">Pizzeria Locale </a>serves gourmet pizza. Like the 1,600 eateries in the Chipotle chain, the newcomers offer counter service that enables diners to customize meals made from fresh, local, mostly organic ingredients and naturally raised meats.</p>
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ShopHouse, which is wholly owned by Chipotle, quietly launched a single test restaurant in Washington, D.C., in 2011. By the end of this year, it will have 10-12 outlets in D.C. and Los Angeles. Shop house is the Asian name for buildings where families live upstairs and operate restaurants or markets on the ground floor.</p>
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Pizzeria Locale, a partnership with restaurateurs Bobby Stuckey and Lachlan Mackinnon-Patterson, launched its prototype outlet in May 2013 in Denver and will open a second location in Denver by the end of the year. Pizzeria Locale offers made-to-order pies cooked in less than two minutes in a rotating oven.</p>
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&ldquo;Chipotle picked Southeast Asian fare because founder Steve Ells likes the big flavors of that cuisine. And [the company] invested in the pizzeria because Steve is impressed by the owners&rsquo; expertise and the way they run their business,&rdquo; said a Chipotle representative.</p>
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The new chains are designed to appeal to the same customer base as their parent and most are located near existing Chipotle restaurants. They are being promoted with coupons distributed in Chipotle outlets and with other co-marketing efforts, the rep said.</p>
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ShopHouse also is participating in this year&rsquo;s <a href="http://chipotlecultivate.com/" target="_blank">Chipotle Cultivate Festival series</a>. The free, one-day events include cooking demonstrations by celebrity chefs, live music, local food artisans, breweries, wineries, a special Chipotle menu and educational activities about animal welfare, GMOs and processed foods. The series will begin June 7 in San Francisco and travel to Minneapolis on Aug. 23 and the Dallas-Fort Worth area on Oct. 18.</p>
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Experts say Chipotle&rsquo;s decision to develop new chains will help it maximize its supplier relationships, extend its brand equity and spread its &ldquo;food with integrity&rdquo; philosophy. &ldquo;Chipotle has invested in building relationships with local farmers, so diversifying creates a more sustainable system,&rdquo; said Mark Figliulo, CEO of New York shop Figliulo &amp; Partners.</p>
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&ldquo;In the hyper-competitive world of fast-casual dining, leveraging like-brands gives credibility to the new brands and expands the parent brand&rsquo;s higher purpose,&rdquo; said Scott Davis, chief growth officer at Prophet, a brand consultancy.</p>
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Davis added that <a href="/node/156481">Chipotle</a> would be wise to let the new eateries bask in the glow of the Chipotle halo, &ldquo;while also allowing them to flourish on their own merits.&rdquo; He pointed to Evolution Fresh juices&mdash;owned and promoted by Starbucks&mdash;as a successful example of a legacy parent giving a &ldquo;soft lift&rdquo; to a new brand.</p>
Advertising & BrandingFood & BeverageMarketingChipotleFast FoodMagazine ContentJoan VoightShopHouseU.S. expansionMon, 26 May 2014 00:34:27 +0000157939 at http://www.adweek.com